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Abercrombie & Fitch Unveils New Brand Identity

Charisma and confidence are some of the qualities Abercrombie & Fitch (A&F) is vying to portray in its revamped identity and new advertising campaign.

The company unveiled the new look on Thursday as an effort to show a new version of itself, while staying true to its 125-year history as an American sportswear brand. The campaign includes a completely redesigned website and all-new digital advertising across platforms including social media.

“This new brand position is the product of an 18-month effort to create a brand identity that communicates our focus on our customers’ needs and aspirations,” said Fran Horowitz, Abercrombie & Fitch Co. president and chief merchandising officer. “Rather than buying clothes that symbolize membership in an exclusive group, today’s consumer celebrates individuality and uniqueness. Our new brand reflects that confidence and independence of spirit as well as our own dedication to a more diverse and inclusive culture.”

A&F has been in retail limbo in recent seasons. Last year, the company named a new brand president and poached its creative director from J. Crew. Their influence was reflected in a sophisticated Fall ’16 collection. Still, the move to connect with millennials and younger consumer has fallen short as the company continues to experience a tepid comeback after having closed 60 stores last month.

The company plans to promote its new look leading up to the holidays with teaser campaigns. The campaigns hold two messages. The first, ‘People have a lot to say about us. They think they’ve got us figured out,’ urges consumers to view A&F in a new, more inclusive light. The second message says, ‘This is Abercrombie & Fitch.’

“I am excited with the work that has been done by the A&F team which, under the exceptional leadership of new Brand President Stacia Andersen, shaped this new identity and is bringing it to life at every consumer touchpoint.” Horowitz added. “While our marketing will continue to develop, we are embracing this opportunity to show the world it is a new day at A&F.”